Diverse casting leads to box office success, study shows

the Guardian | 6/21/2017 | Jake Nevins
A new study by the Creative Artists Agency (CAA) says that films with more diverse casts perform better at the box office than less diverse ones, confirming what people and actors of color have been contending for years.

The data, which studied 413 films released between January 2014 and December 2016, catalogued the ethnicity of the top 10 actors per film, noting that those with at least a 30% non-white cast have tended to financially outperform films that fail to reach that threshold.

People - Color - Half - % - %

Additionally, people of color constituted nearly half (49% in 2016, 45% in 2015) of the ticket-buyers who attended screenings during the opening weekends of many of the most successful films released within the time period of the CAA’s study.

Bolstering the data from the study are the box office numbers of recent films like Get Out, which has to date earned $250m, and Hidden Figures, which grossed $230m. The former made Jordan Peele the first African-American director to cross the $100m threshold in his debut picture. Moreover, the highest grossing film of the last eight years (and the third-highest grossing one all time), Star Wars: The Force Awakens, has been lauded for its inclusive casting, led by John Boyega.

The...
(Excerpt) Read more at: the Guardian
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